Trust, like walking gracefully in heels, demands balance and intention. After more than two decades in communications and public relations—guiding leaders through crises and shaping institutional reputations—I know that trust is the pivot on which every relationship turns. Every brand I’ve helped elevate and every crisis I’ve helped defuse hinged on rebuilding trust.
The 2024 Philippine Trust Study (PTS), now in its 13th year, is anchored in a nationwide survey of 1,800 adult Filipinos—robust, representative, and paired with focus group insights. The data is clear: Filipinos don’t trust empty rhetoric. They trust competence, accountability, and concrete results. If you’re serious about trust, this is the data to heed.
PTS findings reaffirm that trust needs three core attributes: familiarity, goodness, and consistency. Trust is not blind; it is earned and nurtured.
At first glance, trust ratings in the Philippines may seem sky-high, often hitting the ’90s. Yet, qualitative data tells us that trust here isn’t naïve. It’s a calculated choice shaped by necessity and the hope that institutions—government or business—will deliver on their mandate. Filipinos trust because they must, not because they’re easily convinced.
In government, local government units (LGUs) stand out. While trust in national agencies remains steady, LGUs gain respect by being present on the ground, solving immediate problems with tangible actions. These local actors aren’t distant authorities; they’re neighbors who show up, especially in crises.
The same principle applies to agencies like DepEd, DOH, DSWD, PhilHealth, and SSS/GSIS. Their missions—providing quality education, health care, and social safety nets—have a direct and visible impact on daily life. Familiarity with their work and the benefits they provide cements trust. The closer institutions are to people’s needs, the stronger that trust becomes.
In business, trust isn’t a given—it’s earned through consistent, reliable delivery. Filipinos trust brands that provide quality products and services they know well, especially essentials like food and basic goods. Beyond that, they admire companies that treat employees fairly and contribute to nation-building. Today, sustainability also matters more than ever; people look for businesses that respect the environment, source ethically, and give back. Together, these factors differentiate truly trusted enterprises from those enjoying mere transactional loyalty.
Consider health care and mining—two sectors where trust can mean the difference between progress and stalemate. In health care, trust grows where clarity, fairness, and empathy guide patient care. In mining, trust hinges on whether communities see tangible benefits—safe jobs, infrastructure, and environmental responsibility—rather than just resource extraction.
Increasingly, consumption does not guarantee trust. Filipinos want institutions that safeguard the long-term future, not just short-term gains. Trust has evolved into a measurable asset with real-world stakes. It influences valuations, licensing, and sustainability. In crises, the old formula still applies: clarity over spin, empathy over indifference, accountability over evasion. What’s changed is the complexity of the world we operate in. Trust now requires consistent proof of worth in an interconnected, high-stakes environment.
The 2024 PTS isn’t just some crystal ball reflecting the here and now—it’s a road map for leaders bold enough to navigate these very interesting times. We’re talking about a world where complexity is on hyperdrive, where digital platforms amplify every whisper, and where people no longer just hope for accountability—they demand it. In this environment, trust isn’t a soft virtue or a nice-to-have. It’s the strategic edge that cuts through the noise, the glue that holds institutions together, and the oxygen that keeps relationships from suffocating under pressure.
You can’t fake it, shortcut it, or buy it off a shelf. Trust has to be cultivated daily—nurtured, tested, proven again and again—until it becomes part of your institution’s DNA. Choosing trust, much like picking out a pair of heels that give you both stature and stability, isn’t a tentative move; it’s a deliberate, unapologetic power play that sets the tone for how we show up, serve, and move this nation forward. The insights from this study offer more than survival tactics—they’re a blueprint for thriving. Embrace them, wield them, and let trust be the force that fuels a more resilient, responsive, and authentic Philippines.
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Malyn Molina is president and chief operating officer of EON The Stakeholders Relations Group. With over 20 years in communications, corporate reputation, and crisis management, she has guided brands and institutions through transformative journeys grounded in authenticity and trust.
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Business Matters is a project of the Makati Business Club (makatibusinessclub@mbc.com.ph).